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　　Article | Fang Yu Retail Boss Internal Reference * * Special Article Unauthorized Reproduction is prohibited Core Introduction: Why did the new species not initially care about the so-called cost and efficiency issues? Why is Xicha grateful that she was not born in a first tier city? What does the sense of ceremony mean to consumers? On December 30th, 2018, before the New Year, HEYTEA opened a pop-up store in Sanlitun, Beijing. When I went to the scene, I saw two circles of lines. Turning to the Heytea store in Sanlitun, there was also a queue. It seems that after six months, the phenomenon of queuing for Heytea is still present. The reason why the queuing problem is eye-catching is that it is theoretically inhumane. People always hope for speed and convenience. Mr. Luo Zhenyu also pointed out in his 2017 New Year's Eve speech that the core of new retail is efficiency. However, Mr. Luo Zhenyu did not clarify whether the efficiency issue he mentioned was from the perspective of merchants or consumers? The phenomenon of liking tea indicates that from the perspective of consumers, sometimes we may find that they do not seem to care about "wasting" their time and reducing their transaction efficiency. The core pain points of the retail industry are nothing but cost and efficiency. Reducing costs and increasing efficiency is the expectation of all enterprises. However, if we look back at the changes that occurred in the new retail field in 2017, we will also find an interesting phenomenon: cost and efficiency were not the first considerations for new species. Or in other words, many new species may not have significant improvements in cost and efficiency compared to traditional retail companies in the short term, but this does not prevent consumers from accepting them. Of course, it should be clarified that the cost and efficiency discussed in this article include both the perspectives of businesses and consumers. For example, Hema's store costs are much higher than traditional supermarkets, which is a high cost strategy. Even from the perspective of consumers, they are concerned about time costs and transaction efficiency. 30 minute home delivery has indeed improved efficiency, but this approach is also an e-commerce practice and not new. From the perspective of in store consumption, the efficiency of eating and cooking seafood on the spot is not high at present. However, these do not hinder people's curiosity and curiosity about Hema. HEYTEA is no exception. On the one hand, HEYTEA also knows that long queues can affect the experience. On the other hand, the author recently met a Heytea Black Gold member (spending 5000 yuan) named Herofo, who is a media person "floating" in Beijing and reached the Black Gold standard within two months. Herofo admits that he is a loyal fan of Heytea and also interacts with friends. So, would he choose to purchase tea on behalf of others in order to drink tea faster? He said he wouldn't. Or wait in line by yourself and pack up to take away. On the one hand, experts are talking about reducing costs and increasing rates, while on the other hand, the truly popular new species have bypassed the so-called cost efficiency issue in the early stages of development, and even gone against it, winning the favor of consumers (such as Heytea, which can choose to franchise to expand its stores to speed up the process, but Heytea did not choose this option and insists on direct sales). Why? Starting from this question, we have summarized the four steps of upgrading the consumption of new brands based on the consumption case reports we have done this year (mainly focusing on new tea drinks), for your reference. On January 1st, in our tweet, our special contributor Mingxuan talked about the success of Starbucks. The original title of the author's article was "Everyone Loves Starbucks", but we made some modifications because the author believed that saying that everyone has been to Starbucks is not a problem. But love or not, it's not necessarily true. One of the reasons why everyone has been there is that there is no other choice in the Chinese market. The concept of the third space created by Starbucks is so deeply ingrained in people's minds that I even recall that most of the interviews and recruitment this year were actually conducted at Starbucks. But if you ask me what I drank during the Starbucks interview, I really don't remember. Perhaps for many non Starbucks die hard fans like me, Starbucks' true product is its space, not coffee. So, when there are alternatives to Starbucks' third space on the market, Starbucks will be diverted (such as COSTA) to certain groups of people, but personally, the existence of these alternatives will not increase the total number of coffee shop visits in a year (because there is no new demand stimulated). But when new types of tea drinks such as Heytea and Nayuki's tea emerged, they provided a new world, not only with different teas, but also with different spatial environments and atmospheres. New species will attract consumers out of curiosity, whether it's tea drinks, decoration styles, or subsequently, other new reasons will emerge. Space is the carrier and starting point of HEYTEA's brand and culture. We believe that attracting consumers through products or the brand itself is the driving force behind the long-term development of the brand itself, "HEYTEA said. Rejecting the old is human nature. Even Mingxuan, who deeply loves Starbucks, had to joke at the beginning of his article on January 1st that Starbucks is an "outdated internet celebrity". You're good, but I don't have any passion for you anymore, that's all. That's why Starbucks' global flagship store opened in Shanghai. A new scenario, a new business model, even if its experience is not yet perfect, consumers are willing to pay for it within a certain period of time. It's like having a honeymoon period when dating, and the other person will have a halo over them. Because this is the dividend of innovators. The question is, do you have the ability to innovate and create a new world for consumers? Of course, this' new world 'may be a new continent, or perhaps a transformation of the old world. HEYTEA told the "Retail Boss Internal Reference" app that HEYTEA does not consider itself a representative of consumer upgrading, nor does it consider tea drinks to be a new species. Tea drinks have a long history in China and are a real and objective demand. We are just making it better with our hearts. "Xicha made a metaphor:" Xicha actively chose a very high-frequency and spacious tea drink industry. This soil has always been there, but we have not planted it properly, and we have been watering it more carefully than others. The key is still that consumers like it. "However, Xicha itself is still on the path of continuous change. Every time I enter a new city, I will create illustrations and design peripheral products, including cup covers, based on the characteristics of the city; On different holidays, there will also be topic interactions; At the same time, different themed stores will be launched, such as pink themed stores, to create surprises. For consumers, suddenly growing different fruits in the same soil is a new market. Especially for consumers who are accustomed to coffee shops in first tier cities. The same logic can also be understood why bookstores that have been following a mix and match style in recent years have revived and regained popularity among young people. This innovation also includes gameplay innovation, such as blind box gameplay with flower time, which breaks the consumption cycle centered on festivals and actually increases consumption frequency and new consumption demands. If you look at the issue from the perspective of efficiency and cost, then in the eyes of straight men, buying flowers itself is a waste, let alone buying once a week. In the dividend period of innovators, cost and efficiency are not important. Who hasn't made some selfless sacrifices in love. The important thing is whether you have the ability to continuously create new consumer demand and how to stick to your consumers. Different strategies may result in different outcomes, even the difference between life and death. Let's discuss this issue below. In this year's review of consumer upgrading, many industry insiders have found the same problem: why many new consumer brands have emerged in second - and third tier cities. The explanation given by Luo Zhenyu is very representative: the population of China's * * scale lives in second - and third tier cities, which better represent the typical Chinese way of life. From a comprehensive analysis, starting a consumer brand in a small city can avoid at least two major pitfalls: it can avoid the attention of giants and avoid being trampled on too early. Secondly, it can avoid the "illusion" brought by the high traffic in first tier cities and polish its core competitiveness in products. This kind of traffic illusion has harmed many entrepreneurs in the past. Xicha said to the APP of Retail Bosses that in small cities where there is no Internet concept and the population lacks mobility, the market will immediately give an intuitive score on whether the taste is popular. Starting from a small city like Jiangmen provides an opportunity for Heytea to undergo rigorous consumer testing. From being almost deserted to queuing up in a small city, the initial test that Heytea experienced happened to be its * * trial. HEYTEA believes that the consumer market in first tier cities is large and can accommodate diverse things. Consumers are willing to try and do not have to worry about their purchasing power; First tier cities can find better talents and better integrate with various aspects of funding, which is the opportunity side. On the other hand, in first tier cities, it is also easy to cause a problem where brands may be matured. Like a magical potion that allows a child to speak and walk for two days. A seemingly successful store is actually consuming and overdrawing the brand. HEYTEA has been struggling on its own, with every step in Jiangmen and Zhongshan being difficult but solid, and in Guangzhou and Shenzhen, it's like fish in water, "said Xiao Shuqin, HEYTEA brand manager. Assuming that HEYTEA is located in Beijing and Shanghai from the beginning, if it can get a good storefront and use marketing methods that are close to young people, it may also become popular overnight. But this kind of sudden popularity is more about hitchhiking on the traffic dividend, rather than the success of one's own product strength. The example of extreme popularity and decline has been repeated in the years when the concept of Internet catering became popular. On the contrary, in a small place like Jiangmen in Guangdong, all feedback is genuine, localized, and grassroots. If your tea tastes good, it tastes good. If it doesn't taste good, no matter how much you smile at it, it's useless. The young couple who came yesterday went to the milk tea shop under your nose today. These are all things that the founder of HEYTEA personally experienced. So, it forces him to spend most of his energy on product quality polishing and innovative iteration. Ultimately, this attentive consumer will experience it. I don't understand how Herofo, the Heytea Black Gold user mentioned earlier, spent 5000 yuan in two months at a tea shop. The reason he gave is: "For HEYTEA, my concept is texture and Chinese brand. I think HEYTEA's more obvious labels are these two. From decoration to product packaging, they are very textured and pay great attention to all aspects. Unlike previous milk tea shops, I believe this is the difference between self operated and franchise models. Starbucks is also good at this point. Texture can bring good consumer feelings to many people. After all, they hope that the stores they go to have quality." Personally, he likes to go to Yulu Tea, which has less ice and sugar, so the taste combines well with Zhishi. In the media's summary, this is a generation of consumers who are not willing to compromise. Products without excellent quality cannot deceive people. Xiao Shuqin, the brand manager of HEYTEA, told the "Retail Boss Internal Reference" app that our consumers are not foolish. They believe that many consumers queue up just to post on social media, which underestimates their intelligence and the appeal of HEYTEA's products. When Heytea meets their expectations, they will pay the bill. When consumers' expectations put pressure on new brands, they ultimately need to use scale to turn the pressure into growth momentum. HEYTEA stated that in the densely populated Guangzhou area, the phenomenon of HEYTEA queuing has been greatly alleviated. We are working hard to improve the convenience of our products, hoping that everyone can easily buy a cup of Heytea without having to go to a certain place or queue up. The goal of making Heytea a daily necessity can definitely be achieved, but it will take time. Currently, the total number of Heytea stores has exceeded 80, and it will double next year. Feed the fish fat before going to the sea, don't expose yourself too early, but does this mean choosing a track without giants? From the perspective of the Internet industry, there is no doubt that doing what Tencent can do will kill you in minutes. But in the consumer field, perhaps the situation is different, look down. Giants always appear in the same place when reporting on new tea drinks, and some people ask us, 'Why do you always compare us to Starbucks? It's unfair!'! It's like comparing a baby to an adult, after all, they are international giants. To be honest, we don't want to make such a comparison either, but there's nothing we can do because you're becoming more and more alike and competing in the same market. In Nayuki's report, we mentioned the phenomenon of Nayuki liking to open stores next to Starbucks. Even for 813, which is deeply rooted in southern China, we label it as a tea drink that likes to open big stores in urban villages. I have experienced it once. In the Pearl River Delta, the manufacturing base of China, a large part of the population structure consists of migrant workers. Simply put, for the migrant workers who move between cities, 813 is their Starbucks. From south to north, it can only be said that China's demand for a 'third space' is much greater than imagined. So Starbucks is desperately opening stores, but we still often can't find seats at Starbucks. The rise of Chinese new-style tea drinks may seem like the rise of a local category, but in reality, it satisfies people from different social classes and their pursuit of a third space (while Starbucks only meets the needs of a single social class). For example, students or people who have just graduated from school may prefer Heytea over Starbucks because the latter is too formal. Working girls tend to prefer 813 over Starbucks because the latter is too restrained. In a market where there are super giants, there is still so much room for growth, which may be the inspiration brought to us by the new tea drink. There is a saying that dangerous places are also safe places, so we can also say that dangerous places are also places of opportunity. The market where giants have already emerged may also see the emergence of new unicorn companies. On the contrary, many highly dispersed markets have not yet seen the emergence of oligopolies, and dispersion has become the norm. That means that although this market has a lot of money, it is not easy to concentrate. I will give two examples, one is the maternal and child market. If we don't include the Taobao platform, the maternal and child market is still not particularly prominent, although everyone knows that this market is huge. The second market is the pet economy market. It is also a market where oligopolies are absent, although it can be imagined that the popularity of the single economy will drive the continued development of the pet market. The specific reasons have been analyzed by many peers and will not be further elaborated. Although this pattern of sharing the market with giants was something I never imagined, when Nie Yunchen opened a 30 square meter storefront in Jiangmen at the beginning of his entrepreneurship, he never expected it to be today. However, later on he clearly realized what path Heytea was going to take. In 2014, HEYTEA stopped opening small shops. As of now, Heytea's standard store area is -200 square meters, and its flagship store can reach 2000 square meters. So, I would like to draw a bold conclusion that if you want to become a unicorn company, you should go to the arena where giants have appeared before. Why is it that you are the one who can change history in a market that has long been highly dispersed and dominated by various warlords? In a recent interview, Wang Haihui, founder of U Shopkeeper, gave an example of how a new brand can maintain its presence for a long time when talking about consumer upgrades. He said that when he was in college, everyone would go to Watsons with their girlfriends to buy cosmetics. Young people nowadays who still go to Watsons, you will find that those who go to Watsons are still the same generation. The same phenomenon is also true in supermarkets and hypermarkets. People jokingly say that a person's age can be revealed by singing certain songs or watching certain cartoons, but in fact, consuming certain brands can also reveal their age. Of course, for an old brand, this is sad, who wouldn't want to have the power to fight against time like Coca Cola. But for a new brand, this is indeed an opportunity, as the new generation of consumers are struggling to find their new spokesperson. How can a new brand quickly capture consumers' minds and possess significant cognitive power. Perhaps we still need to return to the question at the beginning of this article, which is that consumers are willing to invest extra time and energy for something worth it. What is the secret here, besides functional needs, how to enhance a brand's "presence" in consumers' lives. A major characteristic of the new generation of consumers is their willingness to pay for seemingly useless things that are beautiful (or interesting). Here is a tip. The premise is that you acknowledge that consumer upgrades have always been driven by women. This year, there was a phenomenon that was widely reported by the media, which was the popularity of claw machines. Even once regarded as a small opportunity. If a person wants a plush toy, they can go to the store and buy it online. The claw machine is nothing more than setting up a game segment that makes people feel interesting and can pass the time, although the result is only to get a plush toy. If someone is very busy, they may think it's a waste of time. But young people don't think so. They have money (willingness to consume), leisure, and independence. A similar example is that Hema has made the shopping mall look like an aquarium in a zoo. You can go and catch strange shrimp, soldiers, and crabs by yourself, and then weigh them. Doesn't it seem very fulfilling? Also, new tea drinks such as Heytea are made with transparency throughout the entire process, just like Starbucks. You can see the production process, the ingredients used, the shaking process, until a cup of tea is placed in front of you. This kind of careful thinking, I call it a sense of ceremony, and it goes without saying how important a sense of ceremony is for female consumers. It goes without saying that the process of building a brand's presence is also the process of falling in love with consumers. To have a true love instead of being "* *", it requires more sincerity and a sense of ceremony. One phenomenon is that many brand members are now bound with their phone numbers, and in this case, the membership card itself is no longer necessary. But many Heytea members still buy a membership card to carry with them. What does a card bring, a sense of belonging and identity. As a fan, I can understand that it's like fans painting the team flag with oil paint on their faces. Moreover, this sense of identity can eliminate the barriers caused by some social factors, such as regional differences and income disparities, and form a sense of connection between different groups of people. This sense of connection with others and the world is also one of the functions of the Internet, but compared with the abstract connection between networks, the connection brought by brands is more warm and flesh and blood. When more and more consumers truly transform from customers to your senior members, and then from members to loyal fans, you no longer have to worry about cost and efficiency issues. To conclude this article, it is not enough for a person to only have this life, he also needs to have a poetic world.

　　Editor's note: This article is from the WeChat official account "RET Ruiixin" (ID: retweixin),. At the end of 2016, RET Ruiyide China Commercial Real Estate Research Center selected 1390 pop-up stores as research samples nationwide. Through detailed data analysis, it comprehensively studied the origin, development, and impact of the pop-up store model in China. Once the report was released, it caused a strong response. The report shows that the Chinese pop-up store industry has entered the "fast lane" since 2015, with a compound annual growth rate exceeding. Now, half of 2017 has passed, and "flash mobs" have transformed from fresh faces to familiar old friends. This year, more brands have joined the ranks of flash mobs. In this colorful time, what tactics did they use to stand out? Playing with creativity, promoting new products, developing technology, and collaborating, the methods are becoming increasingly diverse and the dimensions are becoming more and more extensive. Only those who can't think of it can achieve it. In the flash mob competition, independent new brands, well-known mass market brands, e-commerce, and even * * products have all flooded in. But in fact, this is an unpredictable game, and there is no doubt that these innovative ideas are helping brands overcome the dangerous period of aesthetic fatigue, taking on the heavy responsibility of offline feedback online, foreshadowing the direction of physical commerce from mainly selling goods to moving towards experiential personalized services around marketing. Xiao Rui reviewed the flash mob trend that has swept the world since 2017 and selected several cases worth paying attention to. At the end of the day, it's still a competition of creativity. Brands can only break free from the constraints of shelves and play transformation magic when opening pop-up stores. Unleashing those imaginative but impractical ideas in pop-up stores not only satisfies consumers' personalized experience needs, but also fully demonstrates the brand's avant-garde and fashionable marketing design philosophy. VETEMENTS "Dry Cleaning Shop" has never been disdainful of following the rules. VETEMENTS opened a pop-up store called "DRYCLEANING" in Los Angeles, USA in February this year. The manufacturing and design are always smooth sailing, and it is easy to play with pop-up creativity. At first glance, this' dry cleaning shop 'looks like the one we often go to, but in fact, it is the transformed version of Maxfield, a well-established trendy store in Los Angeles. One to one realistic detail restoration and construction, VETEMENTS's "serious and playful" approach is the reason why consumers are loyal to paying. You can see that all the new clothes in the store are wrapped in transparent dry cleaning plastic bags, with designed receipts hanging at the seal. There is an automatic track transported from New York in the center of the store, and these new products are all hung on iron frames. On site, a limited edition series of products can be purchased, including a $330 T-shirt and a $875 hoodie. In addition, 10 hole leather boots co branded with * * workwear shoe brand Dr. Martens are also available for sale. Commedes Garcons' "Black Market" Kawakubo Rei, as the pioneer of the pop-up model, opened a brand guerrilla pop-up store as early as 2004, creating a sales myth. She continues to bring fresh ideas to brand enthusiasts. On March 29th of this year, Rei Kawakubo and Commedes Garcons opened a pop-up store called "Black Market BLACKMARKET" underground in GYRE, Omotesando, Tokyo. This store lasts for a month and has not disclosed much information before that day. There are still a large number of brand fans coming one after another. Around the name "Black Market", the store was made into a large black box with a specially designed inverted "blackmarket" logo printed on the "outside of the box". The interior of the store is also predominantly black: black dolls and black products, instantly attracting attention at a glance. Not only is the store design unique, but the products sold are also extremely rare. These over 30 products, including 15 carefully selected replicas of 90s items, are all highlight designs in the product history of Commedes Garcons, revered by brand fans as "masterpieces". **Chanel's Coco Caf é, a limited time coffee shop, has opened from Singapore, Toronto, Tokyo to Shanghai, allowing consumers to get up close and personal with the once lofty "Coco * *". Here, Xiao Rui no longer delves into it. It can be seen that the flash stores of Chanel, which are popular on the Internet, take advantage of the way consumers use "social currency" to return on the Internet, and show different faces through the marketing methods of layout. How have brands and e-commerce platforms, which are already highly influential and attract customers, played this year? LVxSupreme's pop-up stores with thousands of visitors have arrived in every city, including Beijing, Los Angeles, London, Paris, Miami, Seoul, Sydney, Tokyo, and other eight cities. They opened on June 30th local time and will end on July 13th. There is no new idea from VETEMENTS and Commedes Garcons in terms of store creativity, but because it is already a hot topic, it has attracted thousands of fans to queue up all night in these cities to buy T-shirts ranging from over 4000 yuan per piece to suitcases worth over 400000 yuan. The astonishing price is not an exaggeration upon careful consideration, as this collaboration was unexpected by both fans. And among these people, some came purely for this series, while others aimed for the opportunity of "reselling". Beijing, which is rare as a place, has welcomed a large number of fans to support it. Because a first come, first served queuing system was adopted instead of the lottery system in Japanese regions, we can see the queues of "scalpers". After the on-site purchase restriction of one person with multiple cards was changed to one person with one card, it caused dissatisfaction among the "scalpers" in the queue, causing chaos at the scene and leading to an early end. Wal Mart wants you to see the "Fresh" Wal Mart's offline flash grocery store in Manhattan, New York. With the theme of "freshness" marketing, we aim to attract people not only through screens, but also by personally entering the store to see the ingredients sold by the brand. The pop-up stores launched in collaboration with the retail concept space Story have also been designed with a "fresh" appearance, mainly in green and wood colors, selling various fresh produce, kitchen seasonings, and food. In addition, technology based kitchen products have also been launched, such as beverage refrigerators with speakers and mixers, smart ovens connected to mobile phones and built-in lenses, etc., with an average price of around $38. The other two highlights of this pop-up store are the application of technology to collect data and organize related activities. It is said that thermal sensing technology has been applied inside the floor to monitor the flow of people in different areas, and through data analysis, to improve the display. And launched activities and lectures, inviting chefs, restaurant owners, and even stylists to share content not limited to cooking and blending alcoholic beverages in the kitchen, but also different aspects of lifestyle and entrepreneurial thinking, aiming to showcase innovative ideas in online fresh food e-commerce. The trend of VR, a must-have new technology for flash mobs in 2017, and the trend of flash mobs are advancing simultaneously in the retail industry. During this period, experiencing the combination of brand and high technology in limited stores is a new way to enhance the experience, and the application of technology is not limited to this. GentleMonsterxNordstrom, a fashion VR department store in the United States, started a pop-up program in 2013 and has collaborated with brands such as Aesop, WarbyParker, Vans, AlexanderWang, and Nike. At the beginning of this year, they teamed up with the creative and fashionable Korean eyewear brand GentleMonster to create a pop-up store. This pop-up store was jointly designed and built by both parties, with GentleMonster showcasing 40 pairs of men's and women's eyeglass frames each, and also launching 6 pairs of limited edition glasses. To promote this pop-up store, Nordstrom has introduced 360 degree video virtual technology. All friends who visit GentleMonster's Seoul flagship store can experience the charm of VR technology. Consumers can use this device to experience GentleMonster's flagship stores in Seoul and Shanghai. Buick launched a new concept together with the new car. The construction of this glass house took a month, using lightweight, recyclable green building materials, powered by solar photovoltaic panels, and a house rainwater collection system to recycle domestic water. Four different housing scene modes are available indoors, supporting whole house intelligent voice control and remote monitoring through an app. At the same time, the new VELITE 5 extended range hybrid car is placed next to the house, launched with the idea of "very clean and close to human life". This special room is available for occupancy, and Buick received approximately 13000 occupancy requests within a month. This marketing approach also demonstrates Buick's intention to create a different brand concept. We need a sense of ceremony in our daily lives to commemorate special moments, and flash mobs are like a certain sense of ceremony that a brand brings to consumers, launching new ideas and creativity, while also capturing consumers' curiosity and closeness. Utilize people's fascination with fleeting novelty and occasionally add a different seasoning. Let's continue to look forward to the upcoming pop-up stores and see what fun ideas will emerge.

　　6. When the concrete mixing is completed or expected to stop for more than 1 hour, in addition to removing the remaining material, stones and clean water should be poured into the shaking drum, and the machine should be turned on to wash away the mortar stuck to the drum before discharging it completely. There should be no accumulated water inside the barrel to prevent rusting of the barrel and blades. At the same time, the accumulated dust outside the mixing drum should be cleaned to keep the machinery clean and intact.

　　Editor's note: This article is from "Finance and Economics", written by Zhou Jia,. November 23rd this year is Black Friday in the United States, marking the official start of the Christmas shopping season and a highly valued, busy, and usually discounted day for retailers across the country. However, coinciding with the arrival of the Arctic cold wave, the weather in the northeastern United States, including New York, Connecticut, and New Jersey, was cold, with temperatures around minus 5 degrees Celsius, seriously affecting people's enthusiasm for offline shopping at department stores. At 1:50 pm local time in the United States, financial reporters saw a long queue of only about meters in front of Penney Department Store at a large shopping center in Trumbell, Connecticut, far shorter than the 400 meter long crowd last year. The department store distributes free vouchers ranging from $10 to $500 to customers every year when it opens, on a first come, first served basis. Each customer can only receive one voucher, which always attracts a lot of people to queue up. Ashley, who lives in Easton, is a member of the shopping queue. She told financial reporters that the whole family came today, but her husband and children hid in the car because they were afraid of the cold. I arrived around 13:25, and there were fewer people this year. When I came last year, the queue was already at the entrance of the nearby Macy's department store, "Ashley said. The free strategy stimulates sales, and the "Black Friday" in the United States is comparable to China's "Double Eleven". "Black Friday" is considered a good opportunity to grab low-priced goods and Christmas gifts for shopping. In the United States, during the long weekend after Thanksgiving, a large number of merchants sell their products at a discount, leading to a year-end sales peak. This year's Macy's opened at 5pm on Thanksgiving (Thursday), and the company's sales strategy is quite unique. They have prepared many "free" products, and customers can receive a full refund with an invoice upon purchase. This year's "free" goods mainly include electric slow cookers, pillows, cups, watches, pearl earrings, perfume, etc. We just came to take a look, but we're not planning to come in the future. We found that the people who came here to grab free products are all 'professional' buyers. We couldn't find anything free. They snatched everything as soon as they came in, "a man in his 30s told reporters. I can buy other discounted products online. There's no need to come over. "The man only bought a blender worth $7.99. The financial journalist walked around the mall and found long queues at each checkout counter, but the speed of the queue was particularly slow. Because Connecticut prohibits businesses from requiring customers to return invoices in exchange for refunds, Messi's stores in Connecticut must return the payment to customers at checkout, which not only increases the workload of salespeople, but also renders the restriction that a family is only allowed to purchase one "free" item invalid. Many families choose to pay separately or queue up repeatedly in order to obtain more "free" goods, resulting in an increasing length of queues. However, the store's strategy of selling on the spot and offering free refunds can make its performance look "good". In the financial statements, although the "free" products of Macy's did not generate any net income between one in and one out, they still increased the department store's sales. For example, selling a pillow priced at 20 yuan to customers increases sales revenue by $20. The $20 refunded to customers is included in the cost of sales expenses and does not directly reduce sales revenue. Online sales continue to rise. Bob Fitch and his wife, who live in Connecticut, spent Thanksgiving at home with their two daughters this year. Feiqi is a manager of a high-tech company, and his wife works in marketing for a European company in the United States. They told financial reporters, 'Children have always been accustomed to watching the turkey cooked on Thanksgiving afternoons, smelling the aroma and looking forward to the holiday dinner. In the past, everyone gathered at home for Thanksgiving, and no stores would open on Thursdays. We still maintain tradition to commemorate Thanksgiving.' Feiqi said, 'Now everyone can buy things online, use mobile apps to even open the computer, and when sitting at home with children around the fireplace to warm up, they can buy their Christmas gifts. There is really no need to go out shopping without dinner just to grab some special offers that are only available in small quantities in stores.'. Physical retailers in the United States have long realized that online sales are the trend, no longer struggling to compete with online e-commerce, but actively embracing this new business model to increase their sales. This Thanksgiving, all traditional retailers, except for a few limited edition special offers to attract customers, launched the same products online. After experiencing several website crashes, major companies' websites have passed the test of this year's "Black Friday". The news of Amazon website crashing in the early hours of Black Friday in 2011 is still fresh in my memory, and Macy's had a similar situation in previous years. Last year, Lowes, a retailer that entered the "online war" relatively late, was clearly not prepared and its website also crashed at one point. According to Adobe Analytics Market Data Cloud, as of 8pm Eastern Time on November 22, Thanksgiving Day, online sales have reached $4.1 billion, an increase of 23% compared to the same period last year. The sales revenue from shopping through smartphones increased by 28.6% compared to last year. Adobe Analytics statistics cover 80 of the online stores in the United States. Among the many e-commerce platforms for Thanksgiving this year, the website transaction volume of electrical appliance store BestBuy is * *, followed by Macy's department store. All Black Friday discount items at Macy's this year started at 10pm local time on Wednesday before Thanksgiving. Wal Mart and Penny's physical stores will not open until the afternoon of the next day. However, online products have also been on sale since 12:00 a.m. on Thanksgiving Day on Thursday. All discount products are the same as physical stores. The reporter saw on the Macy's website that as a discounted product of "Black Friday", the air fryer is only $7.99, while the vacuum cleaner, which was originally priced at $162.99, is discounted by only $78.99, which is indeed attractive. The holiday consumption season has just begun, and the sales on Black Friday in the United States are far inferior to Taobao's "Double Eleven". This year's Singles' Day, Alibaba achieved a sales revenue of 213.5 billion yuan (30.7 billion US dollars), once again setting a historical record. However, Black Friday in the United States is just the beginning of the holiday consumption season from Thanksgiving to Christmas. Thanksgiving falls on the fourth Thursday of November every year, and because November falls on November 1st, this year's holiday consumption season is historically long. After spending on Thanksgiving and the following weekends, people will also welcome "Cyber Monday" when they return to the office on Monday. At that time, websites that focus on electronic technology products will launch discounts to attract people who return to the office to continue shopping. According to a survey report by the National Retail Federation (NRF), holiday spending this year, including November and December, is expected to increase by 4.3% to 4.8% compared to the same period last year, reaching $717.5 billion to $720.9 billion. Due to a healthy economy and strong consumer confidence, we believe that holiday spending this year will continue to reflect the growth of the past year, "said Matthew Shay, CEO and CEO of NRF." We are optimistic that the pace of economic activity will continue to accelerate by the end of this year

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